Retail

Implementing Digital and E-commerce Engagements to Boost a Premium Apparel Brand’s China Sales 作为一家美国知名女装品牌的中国数字营销伙伴,帮助该品牌在活动期间大幅提高了美国直邮的销量

客户是一家美国知名的女装品牌,目前仅提供美国官网直邮到中国的电商业务,但是客户发现有很大一部分销量是通过其他渠道销售到中国。为了更好的了解中国的销售潜力,以扩展在中国的销售渠道,我们帮助客户推广了2次促销活动,期间解决了美国官网无法正常显示的问题,设计了适合品牌形象的小游戏,并在多个媒体平台账号上推广,达到了比平常月销量将近40倍的增长。

Background

The client, a premium American brand has been offering international shipping to China on its official website for several years. In addition to official sales, a significant amount of sales come from affiliated partners. The client is interested in expanding its business in both channels and capture a greater share of its opportunity in China


Solutions

•    Tactical action plan development 

₋Understood possible causes to official website image malfunction issues and identified potential solutions
₋Determined cooperative model with marketing agencies, affiliate partners and executive plan
₋Determined set-up costs, ongoing costs and lead times when cooperating with marketing agencies
₋Worked together with marketing agencies to determine the best fit social media strategy
₋Planed monthly promotions / campaigns / content strategic plans and promotional calendar to be executed by marketing agencies
₋Selected the top 10 best fit affiliate partners / e-commerce platforms  and gauged their interest in cooperation with the client and determined cooperative model 


•    Tactical action plan execution 

₋Coordinated with marketing agencies and affiliate partners to ensure the implementation of promotional strategies and marketing initiatives
oCoordinated with marketing agencies to roll-out the social media action plan and sales-driven digital campaigns
oAssisted and monitored marketing agencies on daily content and interactive social media campaigns and management
oSelected KOLs with marketing agencies and determined the cooperative methods
₋Monitored the agencies performances against established KPIs
₋Coordinated with affiliate partners to develop initiative / promotional plan and ensured implementation
₋Obtained and analyzed performance data and created regular reports (monthly, quarterly, promotional-based) to track consumer behavior and sales performances


Selected Findings



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